Southern Comfort - Beach / Whatever's Comfortable - (2012) 1:45 (USA)

Southern Comfort reckons y'all should do whatever's comfortable, which includes strutting along the beach in leather shoes. The most interesting man in the world has a wingman, who he never needs to call upon, which is why we find him here, on the beach. In leather shoes. Did I mention he's wearing shoes? It's so he won't burn his feet while strutting, see.

I think it is pure genius, and I think it will drive cases and bar calls alike. On a branding level, they have perfectly tapped a consumer insight precious to the 20-something male – the high praise bestowed upon friends, acquaintances, or noteworthy strangers: “He just doesn’t *give* a F*%&!”. The character is perfect 70′s style cheese and inarguably masculine (nails the cocoa-buttered beach images of my youth in L.A.). And LOVE the Hyman Roth/Lee Strasburg lookalike cameo in the sand!

It reminds me of The Most Interesting Man in the World (Dos Equis) and Damn Right Your Dad Drank It (Canadian Club) with a little Instagram-film style.

In addition to branding, some serious conversion work is going on here too. It’s a hot beach scene, so they are establishing summer refreshment & driving occasionality. It’s a lowball rocks serve, offering masculinity and full whiskey cred to a liqueur. And, there is something about the music and walking the beach with proper glassware that gets me to both on- and off-premise.

Reminiscent of a scene from a bad ass Taratino flick.
I've never seen a commercial that says so much, with so little and one in which the viewer can project so much onto the character. The fact is we all know this guy, and we sometimes envy him. He lives an unencumbered lifestyle, drives a '67 Buick Rivera, and still listens to a reel to reel tape player in his apartment. He's get's along with all three ex-wives and he's perfectly fine eating dinner and going to a movie alone. Every Sunday he actually visits his sainted mother, who just adores Brandi, his long-term on again/off again girlfriend. He ocassionally plays the horses and get's together with guys from the precinct for some Texas Hold'em. Would love to see this made into a movie!

Yo Karmapolice, as a lady (and as one that can see both your IP and email and found your Linkedinprofile, girlfriend), I ask you to please fucking refrain from calling people bitches on this site, vowels or not. Disagree all you want, but since you are disagreeing with AnonymousCoward #19, direct your comment at that person, and elevate the discourse to at least to the level one-step above pub-brawl in Shoreditch. When you disagree with a co-worker, I'm sure you don't immediately retort to calling them a hick minority. It's not just low class, it's lazy.

How utterly pathetic are you? Why is it disgusting? Because the guy is comfortable enough in his own skin to star in an advert? Personally its people like you who disgust me with your total belief that you are "better" than another human being, my guess is your family's probably as f***ed up as you are yourself and not one f*** would be given if you all vanished of the face of the earth right this instant. As for the advert well its always nice to see someone who has'nt been airbrushed away to nothingness (Probably what your used to seeing in your "vogue" or whatever other presumptuous crap you read). Utterly pathetic.

Classic ad, beautifully shot and directed
Really repositioned Southern Comfort for me away from sticky Americana to independent-minded anysomething male.
Maybe it doesn't appeal to many twenty somethings, but there are millions for whom this is on the nail.
I can see women appreciating the irony and beauty of it too, just in a different way.
Good and brave call Mr/Ms brand manager.

Excellent ad..On so many levels.... Not everyone's cup of tea...but nothing ever is..! IMO If you take offence in it I think you are probably missing the point and taking it too seriously.

This Man...so proud and comfy in his 'paddling shoes, pot belly, big knickers and 70's throwback hair'..! Love him or loathe him He and Southern Comfort has brought us ALL HERE..!
I am here because I wanted to know the name of the Dude...I've already downloaded the song...I love Soul music..Otis Redding Etta James etc..
This is a bit of tongue-in-cheek, funky fun.. I love it... And I haven't had a Southern Comfort for years but I might just have one over Christmas and bring back some fond fun memories..... I used to go out drinking Southern Comfort ...not because it was cool...(was it..?) but because it was sweet and I have a sweet tooth..! Drinking beer/lager makes some (ahem) women bilious and prone to excess visits to the bathroom...! It did get a bit sickly after a couple though...which is good because I'd alternate and just order a diet cola. So I CAN remember so many funny nights out in my early to mid twenties..without getting sick or finding strange numbers in my pocket in the morning (drama student..so no mobile..giving my age away..!)
So pat the person or person's on the back who came up with the simple idea..the probably 'statistically average' guy who isn't ashamed to strut on the beach even though he isn't a natural Adonis ...just because the fashion Media/society said he should be..!
Hurrah still Nameless Dude....each to his own..and you OWN that beach..holding up a glass and toast..Cheers to you..!
(I'd love to have a shot in advertising now..#inspired..!)

... What a sad person you must be if you cannot appreciate the sheer class of this brilliant ad in all it's delightful aspects !!!

The fact that you choose not to justify your remarks just goes to show the level of your ignorance and demonstrates your total lack of intelligence, I mean why bother to take the time to voice your views without justifying your criticism ?

Personally I'd prefer to keep my distance from people like yourself and keep you and your family well away from my own !!

Ok maybe a little behind the times here, but this is an awesome advert - hits all the right notes- quality soundtrack, "joe average" main lead, unassuming product placement.... perfect. Everyone wants to be the "slightly overweight 70's dude" (read unassuming Everyman) strutting along the beach. No sex, no scantily clad women, no wild parties, just Joe Average walking along deciding to get a "short".... CLASS.

How did I miss this great ad for a great brand? Disclaimer: I am an unabashed 100 proof Southern Comfort on the rocks drinker.

When I am at-the-beach I am not that guy but my friend is that guy, sometimes. Since I am allergic to sunlight (read that as 2nd degree burns) you will see me in jeans, long sleeve shirt & boots holding a big-ass coffee cup full of 100 proof SC.